Sir Fruit

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1972

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It all started a long time ago in a small factory in the Joburg CBD…. in 1985 to be exact. Since then a lot has happened. Sir Juice has been bought, sold, merged and finally un-merged. Today our company is a totally independent entity owned by three brothers from Kwazulu Natal and a lovely lady named Vijay Loosen. We supply most of the top restaurants, hotels and coffee shops in South Africa with that deliciously premium fruit juice that you usually only find in good restaurants. Our blending plants in Durban, Joburg and Cape Town also serve as factory shops and in the last couple of years we have started selling our juice in stores too.
The three Baker brothers have a long history of Entrepreneurial exploits ranging from butcheries, to Southern Style chicken shops, to gourmet food delivered to your home and the likes. None of these felt quite right and the humble Bakers always knew they were destined for greener pastures. It wasn’t always easy and the winds of fate often took their toll but the Baker brothers came to realise that if they tilted their hats the wind wouldn’t blow them off so easily. Soon after that they started their own fruit juice company.
Patrick Baker is the youngest of the three and his claim to fame is that he really knows his fruit juice. He started in the world of fruit juice in 1999 when he joined a company called The House of Orange in Durban. At the time The House of Orange had been blending delicious fruit juice under the watchful eye of Chef Spiro Vlismus for ten years. Patrick started right at the bottom doing everything from driving,, to telesales to juice blending and eventually ended up owning part of the company. He speaks fluent Zulu, and sometimes has strange dreams where he being chased by a Pineapple yelling at him in Zulu… not really.
Dave is the middle brother. When he was young his grandfather told him that if he was an accountant he would never have any problems. So that’s exactly what he did. After a fair few years of global accounting firms and trips deep into the Amazon, Dave found his true calling… To spend the remainder of his days making sure the people in the Western Cape could get hold of the best fruit juice around. Other than that Dave is all about family and being outdoors.
James Baker is the oldest brother and also the head of the company. He’s not one of those bosses that sits in an office deciding where his next 18 holes will be played. James really gets stuck in and knows every aspect of the Sir Juice business better than Ernie Els knows the Leopard Creek course. He loves a good challenge and is a true entrepreneur at heart.
Vijay Loosen is like the sister the Bakers never had. Vijay has spent a lot of time in the fruit juice industry and almost every shop that stocks our juice has met Vijay at some point. Vijay has friends all over the world and enjoys squeezing every bit out of life. She lives on a Gamefarm just outside Joburg and can sometimes be seen speaking German to the Zebras. Apparently they like it. Vijay is the right hand lady to James and makes sure everything runs smoothly in sales and marketing.
The energy and enthusiasm shown by the four owners is mirrored in our staff. They work very hard to make sure that our customers get the best service available. So hard in fact, that in 2009 we were runner up at the RASA (Restaurant Association of South Africa) awards, and in 2010 we won first prize at the awards for Best Large Supplier.
So here’s to Sir Juice and here’s to the fruit.